The Most Common Misconceptions about Direct Mail

Johnathan Martin
Person Holding Black Envelope With Money BillsAnna Nekrashevich/Pexels

There are many opportunities to market when it comes to spreading the word about your products, services, or business in general. While social media is becoming more familiar, Direct Mail is still successful. Are you hesitant in starting this campaign? Check out some of these common misconceptions when it comes to Direct Mail.

1) Direct Mail is Expensive[1]

Direct Mail does not have to cost an arm and a leg. How much of your own designing and marketing you do in-house will greatly affect the price. Creating your own template by using Microsoft Word costs $0; however, hiring a professional would cost more. Obtaining mailing lists can also be done for free by gathering data on clients you already have. Distribution costs is where most of the money will be spent depending on the postage rate, how much you’re sending and the weight of the mail. Most of the process of sending out Direct Mail can be done in-house therefore making it cheaper and just as effective for you and your business.

2) No one reads their Mail anymore

This is simply not true. Mail is still a very effective way of marketing. Most people check their mail daily. Whether it is to retrieve bills, coupons, or packages, they are still taking the time to sort through it and open what is addressed to them. Even if for a brief second, your logo and company colors will cross their viewpoint and leave an image of your business in their brain. A study done by the USPS shows that 84% of millennials take the time to look through their mail and 64% would rather scan for useful info in the mail than email. [2]

3) It’s only for Brick & Mortar Companies

These companies can take advantage of Direct Mail, but it is not just for them. Direct Mail does not have to be a written essay with no pictures for your demographic to read. Even businesses that target customers online can use Direct Mail to their benefit. Coupons, and Magazines offer incentives to buy and learn more about the business, these can be more beneficial for companies whose presence is felt mainly online.

4) People will just throw it away

While some of it may be thrown straight to the trash, odds are the recipient opened it, looked at it and then made that decision. In order to make that decision, odds are they had to look at what it was. This is still publicity for your business. Sequentially, just because you are not hearing back right away does not mean that it has been thrown away. The nice thing about Direct Mail is that recipients can hold on to it and keep it for future reference. Just because they may not need your products or services at that particular moment, does not mean that they won’t in the near future.

Take the leap and start your Direct Mail Campaign now! It is a great way to get your name and brand out there. Plus, who doesn’t love receiving a piece of mail that isn’t a bill ;)



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I help businesses of all sizes achieve market growth by combining creativity with data analysis.

Los Angeles, CA

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